Press Releases

Nucleus Marketing Solutions Selects Rubicon Project To Power Largest Premium News Publisher Alliance In The U.S.

July 21, 2016

NEW YORK — July 21, 2016 — Nucleus Marketing Solutions, an affiliation of elite news media brands reaching more than 185 million unique users each month, today announced it has joined forces with Rubicon Project, which operates one of the largest advertising marketplaces in the world, to power the launch of the premier news publisher alliance in the United States.

Nucleus, founded by four leading media organizations — Gannett Co., Inc., Hearst, McClatchy and tronc, Inc. — offers brands access to coveted inventory from some of the largest and most influential media properties in the top U.S. advertising markets. Nucleus’s portfolio now reflects a reach of over 185 million unique users monthly and offers advertisers the ability to target and engage audiences at scale with integrated, media-rich advertising solutions in one simple buy.

Nucleus selected Rubicon Project to power the consortium’s inventory through its leading Orders platform enabling the discovery, negotiating, planning and buying of reserved local news inventory across the alliance’s group of publishers. Through Nucleus, publishers will make mobile, display and video inventory available to advertisers on Rubicon Project’s technology platform.

“Nucleus enables publishers to pool their inventory, making it easier for brands to find and engage audiences at significant scale,” said Nucleus CEO Seth Rogin. “The world’s leading brands rely on Nucleus to connect them with the most desirable audiences in environments of trust. We are dedicated to using leading edge technology and are proud to partner with Rubicon Project, the market leader in programmatic buying, to power the automation of Nucleus.”

Today’s announcement allows for coveted local digital news audiences to be made scalable for national media campaigns, providing buyers access to the nation’s largest inventory source for local news audiences. This becomes increasingly important and relevant as the United States heads into the 2016 election season where political digital advertising is expected to surpass $1 billion in spend1. With Nucleus, buyers are given the opportunity to have unprecedented reach and scale in every congressional district in the nation with billions of available impressions in the most hotly contested districts and states.

“We could not be more pleased to be a part of Nucleus, the only one-stop destination for buyers looking to purchase contextually relevant, geo-targeted impressions at scale, with access to the widest net of premium publishers in the country,” said Gregory R. Raifman, President, Rubicon Project. “We are truly excited to see the publisher alliance model take off in the United States following the successes seen around the world as publishers recognize that the whole is greater than the sum of its parts, and that by banding together media owners are able to continue to grow programmatic revenues and compete more effectively in the increasingly competitive marketplace.”

Rogin continued, “Today’s announcement comes at an ideal time as hundreds of millions of dollars in digital advertising buys are being prepared for the 2016 elections. Never before have political buyers had an easier avenue to execute their highly-targeted, high-impact, complex campaigns, and coupled with an opportunity to reach such a broad audience, makes this truly a win-win for buyers and publishers alike.”